JKR

Creative Review has been heralding the arrival of the RED (ultra high-res digital moving image) camera – essentially (as I understand it) a camera which can capture film, but where each still is of good enough quality to generate a poster sized image, and combines the resolution of still images with a sense of movement. Love magazine have created this 60 second film to promote their new issue using models from the magazine on the camera.

The LOVE Thing from LOVE on Vimeo.

Prada are also using promotional films to generate campaign stills (below) on the camera. Here the technology gives a distinctively jerky quality that feels somewhere between a flicker book and a dream.

One more example of the way movement is morphing with the traditionally still (as on London Underground animated advertising billboards), which points the way to a future where brand iconography will be judged on its ability to animate and move. Static is so twentieth century…